Build Your Demand Gen Engine In 12 Weeks

We give B2B marketers in small teams the strategy, templates & tools they need to drive more revenue for their business.

5/5

B2B Marketers LOVE The B2B Incubator

Shahed Abotouk
Shahed Abotouk
B2B Marketing Manager
Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
Ati Aziz
Ati Aziz
B2B Growth Marketer | ClearCalcs
Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
Ben Grossberg
Ben Grossberg
Senior B2B Marketing Manager | Weel
Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
Austin Gallagher
Austin Gallagher
B2B Marketer
Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
Anna Newman
Anna Newman
Informed 365
Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
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Struggling To Drive Leads & Revenue?

Like Many B2B Marketers in Small Teams... we bet you're:

Your Job is NOT To Get More Leads.
It's More Revenue.

What's Wrong With Leads?

The old ‘lead generation’ tactics in B2B are outdated. A focus on quantity instead of quality of leads is a NIGHTMARE for sales. 

Worst of all – it’s rarely a profitable way to acquire customers. We’ve seen too many Marketing Managers fall victim to this.

Instead, if you focus on building a relationship with your Dream Customers BEFORE they’re ready to buy from you – you’ll create a much more efficient pipeline of customers ready to buy.

Less leads. More revenue. That’s demand generation.

Demand Generation is the Marketing
Secret To Consistently Drive Revenue

It’s the difference between the brands that grow profitably online, and the ones that don’t.

Life Without Demand Generation

Life With Demand Generation

We Show You How To Create Demand For Your Brand - in 12 Weeks!

The B2B Incubator gives you the strategy and tools you need as a small marketing team to win over the modern buyer, and generate real long-term ROI from your marketing. 

A demand engine for your business means that customers come to YOU, not the competition when they’re ready to buy. That’s the only path for marketing to consistently contribute revenue to the business. 

Building a demand engine is a skill that separates average marketers from GREAT ones.

GEORGE COUDOUNARIS & KEVIN CHEN, CO-FOUNDERS OF THE B2B INCUBATOR

Your Session Plan

Delivered over 12 weeks. You retain access to the materials even after the conclusion of the program.

Weeks 1-4

GET YOUR ENGINE READY

Deeply Understand Your Customers

BONUS TEMPLATES

BONUS RESOURCES

Weeks 5-10

BUILD YOUR HELPFUL DEMAND ENGINE

Build Relationships At SCALE with a Helpful Content

Weeks 11-12

SCALE YOUR DEMAND ENGINE

Accelerate Demand & Use Paid Media & ABM to win Key Accounts

BONUS RESOURCES

We Give You Everything You Need To Generate Demand Over 12 Weeks

Strategy

Get the strategy over 12 weeks you need to generate demand

Templates

Use our custom built templates to implement the strategy

Tools

Implement the tools we recommend to work faster

Live Q&As

6x Group Q&As to answer questions and discuss implementation

Documented Strategy

Document your demand strategy so your boss, sales & everyone can be aligned

Metrics To Measure

Get the metrics to measure to know your plan is on track for success

Pricing

Do it yourself

For marketers who want to go at their own pace
$ 997
00

One time payment
  • 16 + hours of pre-recorded tutorials
  • Strategy, templates & tools to execute
  • Videos & transcript of program
  • Learn and implement at your own pace

Do it in a small group

For marketers who love group learning
$ 2,500
00

One time payment
  • 16 + hours of pre-recorded tutorials
  • Strategy, templates & tools to execute
  • Videos & transcript of program
  • Learn and implement at your own pace
  • 6x live Q&As with George Coudounaris
  • Connect & share with other B2B marketers
  • Program completed in 12 weeks
  • Certificate of completion
Popular

We Build Your
Demand Engine With You

For businesses that want us to build or refine
their demand engine
$ 8,400
00

per month for 6 months
  • Audit of existing activities
  • Custom plan to develop a demand engine
  • Strategy, templates & tools to execute
  • 1:1 consulting sessions
  • Support to ensure proper implementation

FAQs

This program is for inhouse B2B marketers who want:
– a concrete strategy for generating and closing demand, and an implementation toolkit to do it
– to elevate their B2B marketing career and expertise
– to get buy-in from those around you to create real marketing programs that work
– to have a real impact on the bottomline of their business
– to network and learn with other like minded B2B marketers

This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings

This is not a course.

It is a strategy development program that not only shows you what to do, but gives you the tools and templates to do it. It aims to transform your thinking about B2B marketing holistically.

The program is based on The 5 BEs Framework – which is what we do for our own clients and is how we grow our own business.

We share our 5 BEs Framework on The B2B Playbook Podcast

The B2B Incubator runs over 12 weeks.

Every week you will have a session with material to review and act on. It will be made up of: videos, slides, written notes, and templates to implement the learnings.

There will also be 6 live Q&A sessions with George Coudounaris (every second week).

Apply now to receive information on the next cohort date

They will be arranged with the cohort at a time that most can attend. They occur every second week of The B2B Incubator.

If you are not able to attend, you can submit questions in advance, and the recorded sessions will be sent to you.

The program material is about an hour a week.

However, you should be applying these learnings to your business as you go – so you can spend as much or as little time on implementation as you like as you go through The B2B Incubator.

$2,500 AUD for 1 person from your company. Or $3,000 for two people from your company.

A passion for real B2B marketing. A good attitude. And a desire to improve.

Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.

Please contact general@theb2bplaybook.com for details.

We do! Here are our ‘brutally honest’ reviews from past participants of The B2B Incubator

You can also reach out on LinkedIn to B2B marketers and past participants:

You can also reach out on LinkedIn to B2B marketers and past participants:

Apply Now & join the waitlist

Apply now so you’ll be the first to know when enrollment opens (SPOTS ARE LIMITED). It only takes a minute or two!

What Marketers Like You Are Saying...

Sam Henderson
Sam Henderson
Skalata Ventures | Head of Marketing
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Love the podcast and the way you 'waterfall' content from it (and the genuineness that comes through)!
Mike Carr
Mike Carr
LIN3S | Digital Strategy & Paid Search
Read More
Just wanted to reach out to let you know how much I’m enjoying the podcast - I definitely get the feeling that I’ve learned something I can use after each episode
Carter Wright
Carter Wright
RevOps Research Collective | RevOps Researcher
Read More
Been following for a bit and trying to catch up on the podcast. You post some great content and the podcast is 🔥
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Chris Kondou
Chris Kondou
KanDo Consult | Founder
Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
Jacob Olsen
Jacob Olsen
PicUp | Co-Founder // Head of Operations
Read More
Enjoying all your content and listening to the B2B podcast episodes. Always get some value from them 👌
Catherine Lethbridge
Catherine Lethbridge
RAA | Innovation Consultant
Read More
George and Kevin are a wealth of knowledge in B2B marketing. They passionately share their knowledge in their B2B Playbook podcast and each episode brings on new insights. I recommend it to any new marketers starting in the B2B space: it's like having your own marketing mentors on the go!
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Charlene Wasson
Charlene Wasson
Diospatial | Marketing Manager
Read More
I have been following some of your content on LinkedIn and started listening to your podcast. I really like the stuff you guys are putting out there.
David Wippel
David Wippel
TRIGO | Managing Director
Read More
Hey George, Just want to tell you how much I enjoy your content (podcast, posts on LinkedIn,...) As a web dev with no prior marketing know how who is now CEO of a small agency with marketing responsibility there is so much to learn. Your work is a great source. Love it
Jessica Tyrrell
Jessica Tyrrell
AusPayNet | Marketing & Comms Coordinator
Read More
Really do love the work you guys do and appreciate how you make B2B marketing more accessible ❤
Chris Kondou
Chris Kondou
KanDo Consult | Founder
Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
Beixi SUN
Beixi SUN
Woolworths at Work | Marketing Executive
Read More
The main reason I love the podcast is I can get to know the B2B marketing mindset & experience. There’s tons of blogs/ courses online to talk about B2B marketing on strategies, tools, and models...but I found not many deliver the message of mindset to the audience. The mindset and experience are something you gained and tested from day-to-day work, and not easy to be googled.
Liam MacCormack
Liam MacCormack
HWPO Marketing | Head of Growth
Read More
Honestly, I really like your podcast format. The breakdown and analysis angle of different companies B2B strategies mixed with your own framework and some tactical approaches is a B2B podcast mix that I haven’t stumbled upon other than yours and I really enjoy it. DG does mostly interview, Chris Walker has his Demand Gen approach, Metadata talks about what they do internally. And I enjoy all of them. But you two have figured out an interesting mix that brings something new and that’s not easy. You’ve got a routine listener here!
Monica Moran
Monica Moran
Edstart | Marketing Manager
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Come 5am every Monday morning when I do my daily run, I tune into The B2B Playbook podcast. George and Kevin are excellent at distilling the many complex aspects of B2B marketing. And more importantly, giving away very practical advice on how to create a sound marketing strategy and execute it on a tactical level. As a bonus, George is a genuinely helpful, all around nice guy. He practices what he preaches. On LinkedIn you can see George doesn't just talk the talk - he does what he advises his audience should do. And shows how his playbook works for his business. It's true people! - Helpful marketing content leads to inbound opportunities that turn into revenue!
Ben Andrews
Ben Andrews
Titomic | Marketing Manager
Read More
The B2B playbook is just that - a practical guide to B2B marketing, providing endless tips, tricks, and insights. It's really practical. Particularly how to get experts to write for you. I'm in a pretty niche industry with tricky applications, so that helped a lot. Awesome stuff! Please keep it coming!
Mercedes Carrin
Mercedes Carrin
Medianet | Head of Marketing
Read More
Your podcast is such a great resource for us - wanting to make the change to Demand Gen, keep it up 🙂
Lee-Roy Chitambira
Lee-Roy Chitambira
AlayaCare | Marketing Coordinator
Read More
I am really enjoying your podcast and learning so much so big thank you
Sanjay Shah
Sanjay Shah
Visionary Digital Studios | Director
Read More
Love the podcast George - plenty of epic wisdom, making massive impact - very much appreciated!
Fernanda Bispo
Fernanda Bispo
Nexon Asia Pacific | Marketing Programs Manager
Read More
Hi George I love your podcast, very interesting and easy to listen to!
Drew Brucker
Drew Brucker
LASSO | VP of Growth
Read More
Marketing podcasts are everywhere. And there’s nothing worse than ear candy that you can’t clearly apply. But the B2B Playbook brings a unique and timely perspective that’s especially actionable.
Anusha Kannan
Anusha Kannan
Suffolk in the Hub | Assistant Account Director
Read More
I have been listening to the B2B Playbook since George and Kevin launched it. The podcast episodes have such rich practical knowledge and they took one step further and created the B2B incubator. B2B incubator looks promising especially because they do not say “learn this, and you will be a millionaire overnight” it has a concrete strategy, how to learn from your mistakes, and the nitty-gritty of being a B2B marketer. Listen to their podcasts and also be a part of this program as I am sure like their podcasts their strategy is doable and will yield results. Remember, you have to implement what you learn from them!
Michelle J Raymond
Michelle J Raymond
Good Trading Co | Global LinkedIn Pages Expert
Read More
I don't listen to podcasts, but I do make the exception for yours if I'm driving. It is so well thought out, researched, and logical and adds a tonne of value. I'm very confident your B2B Incubator would be the same.
Nishant Choudhary
Nishant Choudhary
Codewave Technologies | Growth Marketing Manager
Read More
I was listening to your podcast. It's amazing. The 5 BEs framework, the way you diagnose educational content strategy... 💥🚀
Luis Alfonso Sica
Luis Alfonso Sica
Xara | Product Marketing Manager
Read More
Checked out your latest episode- though I got interrupted but I sat down there nodding with a little grin on my face because demand generation is such a misunderstood and elusive concept for many marketers. Anyways, just wanted to say keep it going!
Veronica Dominicis
Veronica Dominicis
Select Star | Growth Marketing
Read More
I am a follower on Spotify and am a huge fan of your reporting episodes!
Vikas Potta
Vikas Potta
Fable | Co-Founder
Read More
George has truly created a safe place for early stage marketers. They can listen in on some insightful conversations about everything B2B marketing. The lessons learnt can be applied to your business with immediate effect. In particular, I loved the repurposing framework. So please do yourself a favor and dig into the podcast right away!
5/5

B2B Marketers LOVE The B2B Incubator

Shahed Abotouk
Shahed Abotouk
B2B Marketing Manager
Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
Ati Aziz
Ati Aziz
B2B Growth Marketer | ClearCalcs
Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
Ben Grossberg
Ben Grossberg
Senior B2B Marketing Manager | Weel
Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
Austin Gallagher
Austin Gallagher
B2B Marketer
Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
Anna Newman
Anna Newman
Informed 365
Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
Previous
Next

Name: Ati Aziz
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
Company: ClearCalcs

Name: Shahed Abotouk
Position: Marketing Manager
Size of Marketing Team: 1 person
Business Type: B2B SaaS
Company: Commutifi

Name: Ben Grossberg
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS
Company: Weel

Our 60 Day Money Back Guarantee

We're so sure that you'll love the program, that if you go through the program, attend the live sessions, and DON'T think you've got the understanding of how to generate demand - we'll give you a refund.